Segmenting for Breakthrough

Date: On Demand CST

Presented by: American Marketing Association

Key Takeaways
  • ​Emotional and functional needs to inform brand strategy decisions and consumer engagement
  • Technical attributes of the need spaces to help guide ideation and innovation
  • Purchase data across need spaces to help inform sales retail strategy and execution

This session will cover a holistic approach to consumer segmentation and how it can be used to drive towards breakthroughs in portfolio management and consumer relevance.

About the Presenter:
Autumn D. McDonald has a proven track record of success leading research initiatives and teams across companies and industries.  She is the Senior Director Global Consumer Insights at the Hershey Company, leading the consumer research function worldwide.  Autumn is responsible for spearheading the organization to provide consumer insights, tools, methodologies, models, and analyses needed in developing superior marketing, sales, and product strategies.

Prior to her current role, she was responsible for providing competitive advantage by identifying consumer driven opportunities, uncovering consumer needs, and creating synergies in consumer research across geographies at Mattel.  Prior to joining Mattel, Autumn led the Global Knowledge & Insights organization worldwide for the Revlon company.  Her work in uncovering and bringing to life engaging consumer insight at Revlon resulted in earning a 2014 Ogilvy Advertising Award.  

Earlier in her career, Autumn spent 4.5 years at Kraft Foods where she was responsible for leading the Company’s In Market Testing for Growth organization. During that time she oversaw in market testing that touched each of Kraft’s Business Units and more than 15 retailers. Before Kraft, Autumn spent 2 years at Colgate Palmolive, leading Shopper Marketing across the company’s largest business. Her time at Colgate Palmolive was preceded by nearly a decade with Procter & Gamble, where she led research teams across multiple organizations.

In addition to her work in consumer packaged goods, Autumn is an appointed Board Member at the National Brain Tumor Society, passionate about the fight to find a cure that will save lives and improve quality of life for Patients & Survivors. She is also the owner of ADM Insights and Strategy, LLC. 

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